When Advertising Goes Too Far: House of Dereon for Girls

I know that I am late on this one, but these damn House of Dereon ads really irk the hell out of me.

I don’t know about you, but the words “fuck me pumps” and “pre-schoolers” do not need to go together in the same sentence.

Tina, we understand that you had to pimp out your daughter at a young age in order to make her a star and bring money into the home. Without that sacrifice, “bootylicious” might never have made it into the American vernacular. So for that we are truly grateful, but this boo, is a disgrace. These little girls look like whores. Why all the lipstick?

What is the next ad going to look like? Babies wearing gold metallic bikinis while five-year old boys throw Monopoly money on them.

Let our children be damn children atleast ’till the age of 8. Then they can worry about bikini waxes and putting out.

I am not blaming Bey and her Creole mama for the raising rates in pedophilia in this country, but this mess definitely doesn’t help.

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42 Responses to “When Advertising Goes Too Far: House of Dereon for Girls”

don’t be soo stupid. how a child is ( or is not) dressed does not make pedophiles act.
pedophiles are abusers, they will target any child regardless of their attire, personality or demour.

Shame on you for saying that children’s dress encorage pedophiles.
talk to anyone who has been abused, it wasn’t a matter of clothing, it was a matter of being a vunerable child who cannot fight a huge and physically overpowering adult.

What children wear doesn’t make a pedophile abuse or not abuse them, that was not the point of my statement. The truth is that children are sexualized at a younger age and are targeted by advertising to dress and behave like grown ass women. Would want your child to dress like that? How comfortable would you be to have men around them in that get up? You don’t be too stupid to think these images do not play even the smallest role in the rise of sexual abuse in this country. These ads are wrong, point blank.

I don’t mind being critiqued and I can see how you could have mistaken my post for whatever you thought I was saying, but don’t ever call me stupid again or I am gonna have to sic Marlo Stansfield on you.

[…] money thrown on them, reality shows with spoiled brats who will do anything for attention, ads like House of Dereon For Girls pimping 3 year olds in fuck-me-pumps, commercials like CW ’s Gossip Girl showing kids riding each other, movies like Superbad that […]

[…] PopGumbo had this to say about this Dereon Girls ad , “What is the next ad going to look like? Babies wearing gold metallic bikinis while five-year old boys throw Monopoly money on them.” Shhhh! Shush it! Don’t give Mama Knowles any ideas. She probably loves that concept, but she’ll make the babies pose on top of a Bentley. […]

[…] to all your problems! Beyonce and Mama Knowles really do think about the needs of everyone. PopGumbo had this to say about this Dereon Girls ad , “What is the next ad going to look like? Babies wearing gold metallic bikinis while […]

Well, if a child’s attire does not matter to pedos, then why is it that in the news, the one thing we hear that gets these bastards caught, is that they post photos of the, [object of their desire or whatever], in provocative clothing and makeup on their sick websites… So, yeah, the clothing a child wears might not be what encourages EVERY pedo to act, but some of them surely are attracted to that.
For heaven’s sake Knowles women: ENOUGH with the prosti-tot look. I want my six-year old in gingham and pigtails, thank you very much.

One thing is for certain, House of Dereon is going to make some orthopedic surgeons quite rich some day… Well, richer than they already are.

I thought I was the only irked by these ads. The makeup. The tacky clothes. Now high heeled shoes. I almost get it, at one point or another, every woman was a little girl and we put on our mother’s shoes and maybe even a little makeup and walked around the house. It didn’t got to this extreme with glitter, gold, short skirts, and tight clothes. We were walking in our mothers shoes,but they were wives, mothers, and working women. Now, well, some are gyrating and everything else. What shoes do we want our daughters to fill now. Definitely not FMPs.

Will people stop commenting on the pedophilia comment pop gumbo made and stick to the real issue? These ads are sexualizing children. Sorry, but I don’t think girls even own their sexuality until they’re well over 18!

As a mom of a six year old, advertising like this is horrible nightmare for us. My daughter sees it and wants it because she thinks it will be “cool” for school. Shes already giving me headaches saying girls in her class with older sisters dress like that. She thinks the beautiful clothes I buy her are now “babyish”. And for those who think they cant afford that mess anyway, the scariest thing is when these tacky styles trickle down to the cheap knock-off versions at Walmart. Makes me mortified when shes 13! Your article was great Pop Gumbo!

[…] PopGumbo had this to say about this Dereon Girls ad , “What is the next ad going to look like? Babies wearing gold metallic bikinis while five-year old boys throw Monopoly money on them.” Shhhh! Shush it! Don’t give Mama Knowles any ideas. She probably loves that concept, but she’ll make the babies pose on top of a Bentley. […]

I know Beyonces mom and dad spent some money on her becoming a star, but perhaps it would not have hurt if they shelled out some of that money on her education. She may have money, but she is tacky, classless, and ignorant as hell.

[…] PopGumbo had this to say about this Dereon Girls ad , “What is the next ad going to look like? Babies wearing gold metallic bikinis while five-year old boys throw Monopoly money on them.” Shhhh! Shush it! Don’t give Mama Knowles any ideas. She probably loves that concept, but she’ll make the babies pose on top of a Bentley. […]

[…] PopGumbo had this to say about this Dereon Girls ad , “What is the next ad going to look like? Babies wearing gold metallic bikinis while five-year old boys throw Monopoly money on them.” Shhhh! Shush it! Don’t give Mama Knowles any ideas. She probably loves that concept, but she’ll make the babies pose on top of a Bentley. […]

Good merciful heavens, what are they thinking? The bills later on for damage to spine and feet is a practical matter, but the worst, to me, is the oversexualization of the children. Everyday wear is not play wear. This ad is not showing “I want to dress like Mommy” (unless Mommy does her business on the street corner and the back alley). It is casting small girls as sexual objects, and pushing them to buy in to that role at an early age. As if that weren’t bad enough, it is just plain UGLY. One poster said that she wouldn’t let her daughter wear this type of clothing until she was fourteen. Me, I would hope any child of mine would have better common sense than to wear this stuff ever.

Just added your PopGumbo classic quote to the Shaping Youth comment section, as it truly snags the essence of the big picture that so many don’t seem to ‘get’—

Don’t let the blogopshere boss you around on semantics, as corporate pedophilia may sound snarky or surreal, but it’s SPOT ON as evidenced by our multiple posts on this issue in the ‘body image’ category of Shaping Youth, and an entire conference next month taking place on this topic:http://www.pointpark.edu/default.aspx?id=3595your
Just take a peek at the researchers and their findings here on the sexualization of kids, child porn industry (Gail Dines has research that will make your jaw drop) not to mention, the APA study, the CCFC conference where I just spoke, (Sexualizing childhood fact sheet here): http://www.commercialfreechildhood.org/factsheets/sexualizing.pdf
and more…

I’d love to hear the answer to ‘how can we get parents to see there’s even a problem’ when they’re doing the ‘mini-me and wannabe’ bit with stuff like this? Here’s my post on the whole PopTart bit with the Dereon ‘style’…http://www.shapingyouth.org/blog/?p=1530

Glad to have found your blog…We deal with media and marketing’s impact on kids at Shaping Youth, (lots of counter-marketing w/the help of industry insiders) so if you have any solutions you wanna toss into the mix…I’m all ears. 🙂

Those clothes have got to be the tackiest things I have ever seen. As a school teacher, I do not need to see little girls dresses like street women. Trust me, how children dress is how they act…see it all the time…so if the children dress like street women…will the police need a prostitot division?

Well Beyonce just got married, I’m sure in a very short time she will be too emotionally screwed up to think of ways to make babies look like whores.

Basically she was and is pimped out by her parents (and now her husband) and she clearly doesn’t know any better — because this has been her way of life.

And mommy, is so caught up in competing with her daughter, by trying to look 24 herself that she clearly is not rational. I would imagine that the guilt of prostituting her daughter messes with her psyche. So in a sick convoluted way if she gets other “innocents” into the look of whoredom then it would somehow mean that what she has done to her own child is normal.

You know the concept; an addict wants to turn you into an addict, a drunk wants you to be drunk too — otherwise when they look at you, you remind them of what they are doing to themselves.

Besides, Beyonce may have a big ass, but she is not the sharpest tool in the toolbox, and neither is mommy. Basically they have both been pimped out by daddy — of which no one sees very often, I’m sure it’s because he doesn’t want it to look like he’s the family pimp.

And when Beyonce’s big ass drops, she too will be trapped in a holding pattern and spend the rest of her life trying to look 24 years old just like mommy.

Unfortunately, in the mean time they will continue to pimp the babies – to ensure that their dynasty continues – just like the cigarette cartel, the drug cartel, the prostitution rings and so forth and so on . . . .

I agree it’s awful clothing and totally inappropriate for children and I wouldn’t put my daughter in it and all that. But aren’t we seeing a mirror image here? Let’s face it it’s high fashion these days for women to look like whores. You see supermodels, movie stars and pop stars all wearing FMPs and skimpy gear in just about every women’s magazine. I’m having trouble finding a cream silk shirt that isn’t sheer to wear to work for example. Look around. Actually it was a little bit funny coming across a recent article article about a group of male designers who wanted to design classy clothes for women and deplored the tacky, tarty turn that a lot of women designers seem to go for with rah-rah skirts and the like. Men rescuing women from themselves – how ironic!

DAMN ITZ AMAZING HOW WEN SOMEBODY MAKE A COME UP PEOPLE WANT TO HATE. BY YALL CALLING HER IGNORANT BECAUSE SHE DOING SOMETHING WITH GER TIME GOT YALL LOOKING STUPID..IF YALL DON’T LIKE THE WAY SHE DO SHIT THEN GO START YOUR OWN CLOTHING LINE. THE ONLY THING I GOT TO SAY TO B IS DO YOUR THING AND JUST LET THESE PEOPLE THAT’S ON HER TALKING DOWN ON YOU LET THEM MAKE YOU WANT TO DO MORE AN GIVE THEM SOMETHING TO TALK ABOUT SINCE THEY DONT HAVE NOTHING BETTER TO DO!! AN YES I AM A MOTHER OF A LITTLE GIRL AN IF SHE ASKED FOR THESE CLOTHES I WOULD BUY THEM THEY DON’T LOOK SLUTTY AT ALL IF YOU ASK ME. IT’S ALL ABOUT HOW YOU MAKE THEM LOOK ON YOUR CHILDREN. B KEEPING DOING WHAT YOU DO BECAUSE ITS PLENTY OF PEOPLE THAT’S LOVING IT!

#26, Deziray, take off your caps first of all; stay in school, pay attention, learn proper syntax and grammar, live a bit longer and keep your eyes open, READ, and then formulate your hypothesis regarding sexualization of young girls.

lol! indeed deziray should’ve been paying attention in class and not laying up! indeed are a young mother, and only a young mother (late 80’s-90’s baby) would think this shit is cute! there are enough tramps in the industry, we don’t need to start training our babies to be like them. lil kim and karrine are enough! then you wonder why james-n-’em always want to babysit! on the real about “b”. i like beyonce, but i also have to agree, she may have a perfume called rockstar, but she ain’t hardly the brightest star. i think her interviews are scripted…like she has been coached. yes, her father is a pimp-NO DOUBT!!!!

Thankyou,Swine. You hit it right on the head. Before one wants to leave a comment one needs to learn how to do it right.EXAMPLE: DO NOT USE YA’LL IN EVERY SENTENCE.I like Beyonce also, even went to a concert before. I was interested in buying from her clothing line. Until I seen this ad on the internet. I have two girls and I would never let them wear this. Now I’m under the impression that the Knowles family will do all they can to earn lots of money.And we are the ones who have to pay for it by paying those high prices for those clothes, and by our kids walking around like street walkers because they think its cool.

When Beyonce promoted the idea that she was a whore onstage, but a good girl singing Christian hymns in church every Sunday it became apparent that her life is a sick joke. The idea that babies should look like hookers is a parallel concept and equally sick.

That’s how designers make their mark in this world…BY MAKING SOMETHING DIFFERENT FROM THE REST! Looks like to me that the children ARE covered up properly-which is the important fact HERE! Not the heels worn with little girl THIGHTS!!! The heels to me… just look FUNKY and FUN! I’m just starting my clothing line, but heels for little girls are not a bad idea! Just because the heel is gold, shaped differently or tall doesn’t make them “hooker shoes” (as I call them), that just means it’s what…say it with me… DIFFERENT! There shouldn’t have even been an article posted about this, it’s simple…if you don’t like the clothing line…DON’T BUY IF FOR YOUR CHILD! In the meantime, Beyonce & Tina are still making money, whether you like it or not!!

Hello ladies, this may be wrong way to advertise the clothes, but hey honestly, what’s the difference between her dressing up these little girls for a photo shoot and the MOMS out here doing all them pretty pretty princess shows(BTW I’m sure some of you are doing this with your own daughter’s right now).

This is an interesting topic. I am studying advertising in school so perhaps my analysis may be different.

Focusing on the actual CLOTHING that the Dereon line is selling(they are not selling the make-up or the shoes in this ad)the pieces are actually very age appropriate. You can find similar styles in childrens store like gap, the children’s place, etc. There is nothing overly sexual about a jean outfit or a knit dress. I think the main issue people are having here is the make-up and the shoes.

What I get from the ad is a “dress-up like mommy” concept. While mommy typically wouldn’t wear that particular style of shoe, you have to take into consideration that this is a fashion ad, so things are going to be exaggerated. Thats all I think is was…an exaggeration of the “dress-up concept”. I think that especially as older adults that people should learn to think for themselves and form their own opinions about a topic instead of just feeding into what everyone else is saying.

First of all ya’ll are making way too big a deal about this ad! How many females as little girls have played dress up and put on their mother’s lipstick and heels?! That is all the ad is showing, hence the tea party. People are saying that the clothes look skanky and whorish and all that other bullcrap, but I bet not one person can name one article of clothing that is slutty, those little girls are covered up, and the girl with the heels on has on a JEAN SUIT! You people just love the opportunity to bash someone who is doing something productive with their lives! I can’t stand it! Too much self hatred and negativity going on for us to EVER prosper! Get a life people!

You know, I have a 14yr old girl, 17 yr girl a six yr girl and a 9 yr old boy. One of my girls and myself have been sexually abused and we were fully covered as far as clothes. I do not want to disclose which child; however, I will say that after seeing this add and reading these posts, I am inspired to start my own clothing line for kids inspired by kids and their innocence.

My kids do love them some Beyonce, me however, when it comes to the Knowles….Ehm uhm ehr…. I respect them as business people, I am impartial the the way business was started but that is just me…., I make sure that my children overstand there are consequences for EVERY THING you say, do, and how you present yourself anywhere in any situation!

Someone is always always watching, and talking. Hope this sheds something on someone, somewhere. All the best to Everyone. Look for the line, it will be fun, funky, fresh, and playful for yungens as well as teens. 🙂

Maybe I missed the ad that everyone is talking about but besides the heels and feather, I do not see anything wrong with this ad. I do agree that the make-up is over the top for these young ladies. I am a YOUNG college educated mother working on my masters degree to be a LISW and I can honestly say that I would dress my daughter in these clothes at age 5 except for what I mentioned above.

I see a little girl playing a piano, little girls playing dress-up, 2 little girls playing tea party, a little girl reading a book and another little girl wearing her mama’s high heel shoes (what little girl has not done that??). Now the little girl in the heels (what everybody is freaking out about), you can TOTALLY tell the shoes are NOT her size, & are not hers. They are a womens size shoe, only a moron would not be able to tell she is playing dress-up. The adds are meant to show little girls having fun, dressing up, having a tea party, wearing mama’s make up, reading & playing on a child size piano. This is what little girls do. NOT one of the little girls is dressed inapropriately. This style is an urban/hip hop look. Not a girly, girl Gymboree look with ponies & flowers. Some girls are more on the tom boy side & don’t like or look good in the Gymboree/childrens place styles. I personally have a 7 month old granddaughter who I lOVE putting Dereon & Baby Phat clothes on. She looks adorable & the style suits her, since she is not a girly girl. I think you are being hyper critical about this ad. I don’t see anything wrong with it. Now putting your daughters in short dresses, fake teeth, & a TON of make-up, and having them dance around on stage like a grown-up women, just to win some trophy… Now that IS sick!! This ad is the wrong subject to base your opinion on.. Try it out on the mothers who really whore their daughters for prize money & trophies. Beyonce is an awesome role model for this generations women. She lets other women feel good about not being ‘model’ thin. She is comfortable in her larger size body & lets other young girls/women feel comfortable about themselves. I personally love that my duaghters look up to her. There are enough balimic girls in this world!

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